an infopeople webcast with jose l. cruz & valerie reinke as your drill sergeants 2006 guerrilla...
TRANSCRIPT
An Infopeople Webcast
with
Jose L. Cruz &Valerie Reinke
As your drill sergeants
2006
Guerrilla Marketing for Literacy
OUTLINE
I. What is Guerrilla Marketing?
II. Focus on the Personal
III. Focus on the Library
IV. Focus on the Community
V. Focus on Adult Learner Recruitment
VI. Volunteers & Other Ambassadors
Welcome to Boot Camp!...
What is Guerrilla Marketing?
What is Guerrilla Marketing?
Unconventional marketing intended to get maximum results from minimal resources…
What is Guerrilla Marketing?
• Small (non-existent?) budget• Responsive• Multi-pronged• Relationship-based• Opportunistic
Focus on the Personal: Saying Who You Are
The Reality
People are already overwhelmed by their
workloads
Old Challenges
• relationship building• communication/education• resource issues• incentives and mutual benefits
Knowing Who You Are
Can you
recite your organization’s
Mission Statement without looking at it?
The Little Things Can Be Big Things
Image Counts
The perception is the reality
You only get one shot at making a good first
impression
What Do You Want?
The $200,000 Question
It’s Who You Know!
Your Social Network
&
Inner Circles
Relationships
People Contribute to People…Not to Causes
Opening the Big Doors
Who’s your Champion?
Some People!
“I don’t believe in philanthropy.
What’s in it for me?”
A Key to Successful
Partnerships
FrequentCommunications
Words of Wisdom
“Make friends before you need them.”
-Lyndon B. Johnson
The Elevator Speech
Be able to tell what you
do in 20 words or less..
I mean…200 words!
Elevator Speech Pointers by Katharine
Hansen Avoid a speech that will leave the listener asking "So what?"
Include a compelling "hook," an intriguing aspect that will prompt the listener to ask questions, and keep the conversation going
Be warm, friendly, confident, and enthusiastic
More Pointers
Remember your competitive advantage or what your agency does better than others
Finish with an action request, such as asking for a business card or interview
Focus on the Library: Internal Marketing
Dress Your Library Staff in Fatigues…
TOP 10 SIGNS THAT YOUR LIBRARY IS
DOING ALL IT CAN TO PROMOTE LITERACY
SERVICES…
Dress Your Library Staff in Fatigues…
# 10: Library staff know
when and how to discreetly refer patrons to literacy
services.
Dress Your Library Staff in Fatigues…
# 9: The library website has
clear and easily-accessible information about literacy
services.
Dress Your Library Staff in Fatigues…
# 8: When patrons call the
library and get an automated message, one of their
options is to “press 4 for literacy services.”
Dress Your Library Staff in Fatigues…
# 7: The library brochure
lists “literacy services” as part of its offerings and
equal space is devoted to its description as other library
services.
Dress Your Library Staff in Fatigues…
# 6: Literacy services are clearly
identified on library maps and with literacy-specific signage.
Dress Your Library Director in Khaki…
# 5: When the Library Director
speaks in the community about what the library has to offer,
s/he cites literacy services as a stellar example of what the
library does for the community.
Dress Your Library Staff in Fatigues…
# 4: You work closely with
your internal P.R. person to keep the media informed of
literacy happenings.
Dress Your Library Staff in Fatigues…
# 3: You work closely with your
city/county/library Volunteer Coordinator and s/he represents your volunteer needs. Volunteer orientations cover the options available in Literacy Services.
Dress Your Library Staff in Fatigues…
# 2: Children’s Services staff
finish each storytime with, “If you would like to improve your
reading so you can better read aloud to the children in your life,
please stop by our literacy office…
Decorate Your Library with Camouflage…
# 1: There are plenty of
places in the library and at branch libraries to display
your promotional materials.
Focus on the Community:External Marketing
Creating Even More Advocates
One idea each for engaging…
• The local newspaper
• The supermarket
• A service club
• Your next door neighbor
Guerrilla Marketing Tips
· Get contact information from media outlets· Invite a supporter to your office for coffee or to discuss new ideas· Recognize a donor, sponsor, or media person· Post new information on your website
More Guerrilla Marketing
· Hand write a thank-you note to a supporter· Write articles for publication · Write a press release· Call a newspaper and ask who the feature editor is for the work you do
Even More Guerrilla
Marketing• Plan your networking calendar for the week• Call to follow up with networking contacts• Create a survey• Everyone loves freebies!Al Lautenslager is the "Guerrilla Marketing" coach at Entrepreneur.com and is an award-winning marketing and PR consultant and direct-mail promotion specialist.
The Internet
What do you mean youdon’t have a web site?
Use the Internet Wisely
“If you build it, will they come?”
Focus onAdult LearnerRecruitment
Focus Group Findings…
“Literacy”
Focus Group Findings…
“Reading”
Tulare Public Library Literacy Services
Oceanside Public Library Literacy Services
Riverside Public Library Literacy Services
Focus Group Findings…How do adult learners hear about us?
• Friend/Personal Referral
• Family member
• School
• Social service agency
• Radio
• TV
• Children’s library
• Work
Focus Group Findings…What appealed to adult
learners?
• Relationship based
• We’re nice
• It’s FREE!
Relationship-based learning…
Relationship-based learning…
San Francisco Public Library Literacy Services
“Expose” the process…
Step # 1: Call us Step # 2: Meet with our staff Step # 3: Meet with your tutor
Focus Group Findings…
• It’s FREE!
Volunteers & Other Ambassadors
Focus Group Findings…How do tutors hear about us?
• Newspaper
• Library
• Friend
• Church
• Club
• Guide to Volunteer Activities
• T.V.
• On-line
• Outdoor sign/banner
Volunteer Recruitment
• “Changing Your Life”
• “Changing Someone Else’s Life”
• Testimonials
• Promoting Your Waiting List
• Volunteer Recruitment Contest
Ambassadors
Equipping the Partners!
Things to Do….
Preparing Ambassadors
Be scripted and script others Be equipped and equip others Be collaborative Keep it simple
More for Ambassadors
Share success stories. Follow up and have others
follow up too Leave literature and cards Be persistent and creative
Ambassadors III
Listen Be enthusiastic. Be sure that
others are too. Give people something to do Share leadership/Give ownership Ask for advice
Ambassadors IV
Be as important as anyone else in the room
Talk to service club members Use flyers and mini-posters Keep “Thank You” cards handy and
acknowledge birthdays Attend other people’s events
Ambassadors V Hand out business cards Literacy is not the story Use e-mail/create listservs Make it easy to sign up Be accessible and offer to
help with everything
Ambassador VI
Engage families Minimize or address
obstacles, real or imagined Build success into everything Water the trees Pizza
